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Psychologist: “Design influences behavior.” Neuroscientist: “Design influences behavior.” Uncivil engineer: “It’s not like my road design influences driver behavior.” Every day, preventable crashes are destroying lives because transportation planners and engineers don’t understand that design influences behavior. (I’m being charitable by assuming they don’t understand.) Drivers respond to the built environment much the same way water responds to a riverbed. The shape, width, and surface conditions of the riverbed determine the waters speed, turbulence, and direction. Likewise, the width of a road, presence of visual cues, curvature, intersections, and surrounding land use dictate how fast, aggressively, or cautiously people drive. {"blockType":"creator-network-promo","data":{"mediaUrl":"","headline":"Urbanism Speakeasy","description":"Join Andy Boenau as he explores ideas that the infrastructure status quo would rather keep quiet. To learn more, visit urbanismspeakeasy.com.","substackDomain":"https:\/\/www.urbanismspeakeasy.com\/","colorTheme":"blue","redirectUrl":""}} The grocery store model If water sounds like too much of a stretch as a comparison, consider a grocery store. If you want to create public spaces that are intuitive and inviting, and encourage people to engage with their surroundings, then the best place to perfect these skills might be the grocery store. Retail giants understand and exploit the fact that design influences how people move through space. A grocery store is a real place where influencing behavior determines whether a business thrives or dies. Store layout is based on the art of persuasion. Its all about creating an environment that encourages customers to buy more products as easily as possible. Any parent knows this, but its not just about candy at the cash register. Stores large and small invest time and money understanding human behavior, so they know which techniques work the best to influence buying habits. Expectations and habits Our brains are hardwired to react to buildings and spaces based on their visual characteristics. Tragically, those of us in the infrastructure business werent taught about how psychology and neuroscience directly relate to everything we plan, design, and construct. Street design doesnt just influence behaviorit creates expectations and habits, often without conscious thought. For example: 1. Lane Width. Wide lanes signal to the brain: “You’re safe going fast.” Narrow lanes or painted-edge lanes create a sensation of compression, signaling: “Stay alert, slow down.” Wider lanes increase speed, which multiplies injury severity rates exponentially when collisions occur. 2. Sight Lines and Curvature. Long, straight sight lines encourage higher speeds. The farther ahead a driver can see, the more they feel they can safely accelerate. Curved roads, particularly in urban contexts, force natural speed modulation because the drivers sight distance shrinks and perceived risk increases. 3. Street Trees and Vertical Elements. Streets with trees, light posts, benches, and buildings close to the curb create a “street wall,” giving drivers the impression that the space is tight and shared. A bare, wide-open road without vertical edges feels boundless and invites acceleration. Researchers call this “edge friction. The more visual complexity and physical containment along the sides of a street, the slower and more carefully people drive. 4. Speed Limits vs. Speed Cues. Posted speed limits are barely noticed if street design suggests otherwise. A street engineered for 45 mph but posted at 25 mph will still see speeds closer to 45 unless strong visual and physical constraints are introduced. Design speed always wins over posted speed. 5. Lighting and Nighttime Design. Overly bright, highway-style lighting often promotes a false sense of security and encourages speeding. Moderate, pedestrian-scale lighting at consistent intervals supports slower, more cautious driving. Subconscious instructions The human brain processes the street as a series of subconscious instructions. The street is constantly whispering to drivers: “Relax and go fast,” or “Pay attention and slow down.” No amount of signage or enforcement will undo the basic psychological script written by engineers. Maybe transportation professionals should start their workday by looking at pictures of horrific crashes on streets that followed status quo design. At some point, someone on staff will have the courage to say, “What if design influences behavior?” If this is piquing your interest, check out the Human Factors of Infrastructure Design and Operations research committee, which is part of the National Academies of Science, Engineering, and Medicine. Theyre cranking out tons of important work thats never put into practice by professionals in the infrastructure business. {"blockType":"creator-network-promo","data":{"mediaUrl":"","headline":"Urbanism Speakeasy","description":"Join Andy Boenau as he explores ideas that the infrastructure status quo would rather keep quiet. To learn more, visit urbanismspeakeasy.com.","substackDomain":"https:\/\/www.urbanismspeakeasy.com\/","colorTheme":"blue","redirectUrl":""}}
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E-Commerce
White smoke poured from the Sistine Chapel chimney Thursday at 6:07 p.m. local time, signaling the end of the conclave and the election of a new pope to lead the Catholic Church. Cardinal Robert Francis Prevost of the United States is now the 267th pope, taking the name Pope Leo XIV. Just a minute later, the folks behind Pope Crave broke their silence: We dont claim him, they posted to their 93,000 followers, beating even the Vatican News portal to the update. His views better have changed since 2012 to be more in line with Papa Francis or else . . . apostasy! they added. If youre late to the party, Pope Crave is a parody account modeled after celebrity news sources like Pop Crave and Pop Base thats been posting updates on the papal vacancy with a mix of on-the-ground reporting and diva sightings. We don’t have official press credentials, but we are very determined people, admins of the account told Time in a recent interview. The account began as an X fan page devoted to Conclave, the 2024 film starring Ralph Fiennes and its heavily memed awards season run. Pope Crave is run by Susan Bin, an artist from Dallas, and Noelia Caballero, a lawyer based in Ontario, Canada. Since launching, the account has grown into a broader community, spawning a dedicated Discord server and a charity zine that has raised more than $50,000 for the Intersex Human Rights Fund, the Freedom Fund, and Librarians and Archivists with Palestinecharities Bin and Caballero say reflect the views of the film. When news of Pope Franciss death broke in late April, Pope Crave quickly shifted focus, offering real-time updates and explaining the conclave process through memes. (The account even managed to fact-check Politico.) The last conclave happened in 2013before TikTok existed. This time, with social media fully embedded in everyday life, the papal succession became a fandom event and a platform to support the most progressive candidates. Pope Crave officially endorsed Cardinal Tagle, who gained a viral following on TikTok for his resurfaced rendition of John Lennons Imagine and his pro-LGBTQ+ stance. Another fan favorite was Cardinal Zuppi, dubbed the pope of the people. Now, with the conclave concluded and Pope Leo XIV installed, the question remains: Whats next for a papal meme account? Pope crave im scared is it over, one X user asked. The official reply: No my friend the time to meme is now when times are dark.
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E-Commerce
The Fast Company Impact Council is an invitation-only membership community of leaders, experts, executives, and entrepreneurs who share their insights with our audience. Members pay annual dues for access to peer learning, thought leadership opportunities, events and more. Its been made clear in the past few months that the uncertainty were facing as a country has impacted almost every level of society. And its not lost on me that there is an overwhelming amount of pressure on our state leaders in the current political and economic environment. Unfortunately, Im not confident that these leaders are using their power to tackle the deep-rooted issues that our country continues to facelike the growing wealth gap. In my home base of Albany, New York there are over 1,000 abandoned properties with the number of unhoused people rising 38% since 2022. Governor Hochul claims to have plans to reinvent New York City, the Finger Lakes and the Hudson Valleyrecently announcing a $412 million proposalbut despite budget approvals, weve yet to see a concrete plan and timeline that will move the investment forward. Take it a step further. The wealth gap in America isnt just growing, its accelerating. And the reality is, we can do something about this. According to the Peter G. Peterson Foundation, from 1981 to 2021, income for the top 20% of earners in the U.S. jumped 165%. For the middle and lowest earners? Just 33% and 38%. Why leaders should be frustrated Ive grown tired of waiting for government leaders to step up and fight. I no longer expect sweeping reform from the top. So, Ive focused on what I can do from the ground up. Four years ago, my wife Lisa and I started Business for Good in New Yorks Capital Region. Our mission is to close the wealth gap. We invest directly in communities: supporting small businesses, affordable housing, offering marketing and HR resources, mentoring entrepreneurs, and creating ecosystems that allow people to riseand stayout of poverty. Its working. But its not enough. Not unless more of us get off the sidelines. Thats why Im calling on other leaders to join me in replicating the model that weve used for Business for Good. All it takes is simple, powerful steps that any business leader can follow to use their privilege for good. These are not theoreticalthey work. And theyre built on a belief that I hold deeply: Privilege can be shared, but only by those who have it. The courage to act is contagious. Here’s where we start Change starts with one simple but powerful action: listening. We must be willing to actively hear from those who are directly impacted by the growing rise of uncertainty and inequity. Next, do your homework. Deepen your understanding of inequities and the impacts of rising uncertainty and systemic exclusion. Be courageous, as individual learning and growth is required to drive real change. Then, confrontand speak up. Acknowledge your own biases as well as share information and resources. If you have a platform, use ityour voice, your company, your community, social media, etc. Remember that if words matter, actions speak louder. We also need to partner with local government leaders and policy makers who are committed to dismantling barriers and fighting for each and every member of our communities. For us, at Business for Good, we work with local leaders in the Albany/New York Capital Region as part of our pilot program. Showing up matters. Leverage your privilege for good by sharing your opinion, engaging in activities that support belonging, starting a conversation, and connecting within your local community. Engagement is key. That means having hard conversations with colleagues, friends, and family. Be brave enough to speak up. We each have a role to play in breaking the silence and building awareness. Finally, invest. Real impact takes resources. Actionable ways to drive change At Business for Good, weve put our money where our mission is, fighting for our neighbors and communities. Weve invested over $1 million to help create the Albany Black Chamber of Commercea hub for community leaders, entrepreneurs, and small businesses to thrive. Weve supported a local community center focused on improving the lives of those in need from youngest to oldest. Were working with like-minded leaders in the private sector to tackle issues that our local government is not: housing and employment to name a few. Other leaders and cities can and should take this approach to replicate the progress weve seen in our community. I recently read a set of community values posted in Dubai. And while this was halfway across the world and it wasnt my own community, one message struck me: A successful society is one that lifts everyone up. Lets bring that idea home. Ed Mitzen is cofounder of Business for Good.
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